A real mover & shaker

IIPM, GURGAON

With 25% share of the online ad pie, Interactive Avenues has big names in its kitty

When a company wants to advertise using traditional media like print or TVC, the obvious choices are the JWTs and Rediffusions of the ad world. But with alternate media forms like digital, online, OOH, et al, becoming more popular the very same companies look at new agencies with expertise in the new media forms. Although online advertising accounts for just 1% of the $5 billion advertising market, it has still become a favourite place for agencies to park their moolah. Interactive Avenues, which started shop in 2006, is a self-proclaimed specialist in offering creative digital marketing solutions to advertisers and marketers. In its two years of existence, the agency has cornered almost 25% of the online advertising pie in India.

With over 200 digital marketing campaigns for biggies like ICICI, AOL, Future Bazaar, Colgate Palmolive, Reliance ADAG, Tata Mutual Fund and ITC Foods, Interactive Avenues has a successful track record, thanks to its presence across all verticals, making it a full service digital agency, wherein all digital services are housed under one roof – from media services to creative, from search marketing to social media optimisation, from SEO to analytics. “Our aim is to be a leader in each aspect of digital marketing, be it creative, display or search on the Internet and mobile,” states Anjali Hegde, Co-Founder & VP, Interactive Avenues.

Interactive Avenues took advantage of being a first mover in the digital marketing arena & had received funds from Sequoia Capital India to boost its business. The agency works as a consultant and partners with clients to ensure that their business objectives are achieved using digital media. The idea is to provide value added counsel with the advertisers and publishers, in order to participate in the overall marketing process of the companies. In 2007, Interactive Avenues created ‘Attack of Germosaurus’ viral campaign for promoting Oral Health Month, Travelguru ‘Reserved for You’ campaign, etc. The agency has a number of firsts to its credit – country’s first digital Agency of Record with ICICI Bank, first Google Video ad & first honoree at Webby Award. All this has given Interactive Avenues an edge over others.

What’s more? With the number of Internet users increasing in millions, Internet search along with display will add many zeroes to the agency’s profit figures. Asserts Hegde, “Our pitching strategy is generally centered on one big idea, which would provide the most creative solution to the client’s marketing objective. We also take a long term view of the business to ensure that the ideas presented are cost effective, scalable & sustainable. We go after clients, who in the long term, would benefit from the digital space. All our plans are directed towards becoming a dominant player of the digital ad market, when it becomes 10% of the total ad market.”

What makes Interactive Avenues stand apart from others in the same genre is its ability to help advertisers understand the true potential of the digital medium. “It feels really great when advertisers and publishers take pride in our work,” adds Hegde. Well, now you know that there is a thinking agency that aims to help advertisers meet their ‘Business Objectives’ using digital media.

Neha Saraiya

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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